ANALISIS STRATEGI BERSAING PADA PERUSAHAAN DISTRIBUTOR GARAM : Studi Kasus PT. PL di Bandung

• Main Author: Parulian Hutauruk<br> NIM. 281 98 121, Juniko
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4943
• Institution: Institut Teknologi Bandung

</i><b>Abstract: <i></b><p align="justify"> Nowadays economic crisis caused decreasing of the buying ability of the society, PT. PL as a salt distributor company set a market share target at 2003 as 10% in which distribute 1000 to 1200 tons/month. PT. PL has set strategy in order to achieve that target. This analysis is applied to find if the target that has been set is realistic against its environment, if the strategy that has been set is possible to reach the target and if there any alternatives strategies to encourage the company to reach the target. <p align="justify"> The business strategy formulation is applied by analysis the external and internal environment in order to understand the opportunities, threats, strengths and weaknesses the company. SWOT analysis is applied based on environment analysis. Portfolio analysis by GE's approach used to know the position on the company in the salt distribution industry and suggested strategy according to its position.<p align="justify"> The Strategy formulation is applied by showed interest and combine the result of portfolio analysis and the alternative strategy that is obtained by SWOT analysis and also key success factors. The result of this analysis are known that the company environment present opportunities to achieve the target, the strategies that have been set by company are possible to achieve the target and the alternatives that recommended to the company, according to its priority, are : market penetration, market development, develop the relationship to supplier and buyer, services and relationship improvement in order to maintain the market, finance management consolidation and product development by improving the quality and corporate image.</p>